For most organizations, getting the sales and marketing departments on the same page can be a struggle. Each department is its own unique beast. (Managers are nodding their heads right now.) There should be a seamless relationship between the materials created to generate leads, and the people who use those leads to make sales. However, that is seldom the case. Lack of communication, unclear goals, and plain old inefficiencies can make for a bumpy process. So how do you close the gap between marketing and sales? You need sales enablement content.
It’s time to create content that not only draws in potential clients but also instructs your sales team on the best way to close the deal. There is no point in generating all the leads if the sales department doesn’t have the necessary information for finishing the sale.
Excellent communication and clear guidance from management are at the heart of all successful sales/marketing relationships. Mutual goals and established best practices go a long way toward connecting marketing and sales.
But eventually, you have to get the sales and marketing departments on the same page. Whenever possible, work to create high-converting sales enablement content that is both client-facing AND sales facing. These double-duty options will help your team bridge the gap between generating a lead and closing the deal.
Most marketing departments produce sales enabling content on an ongoing basis. The problem is, they aren’t sharing it with the sales team, so the enabling doesn’t happen.
The good news in this scenario is that the content likely already exists. It just needs to get into the right hands. And if it doesn’t exist yet, here, you will find a blueprint of what to create that works for both sides of the aisle: marketing and sales.
Sometimes you will need to create content that is only for the sales team and not for clients. These pieces of the marketing/sales relationship tend to be product-specific so that the sales team has all the relevant details.
Making your content work for both marketing and sales is not rocket science. Aerospace engineering is rocket science. So let’s dive into seven ways you can create high-converting sales enablement content without spinning your wheels.
These one-page marketing materials answer the following questions:
These are all crucial questions that everyone in the sales department can answer. Product pages may be available to clients on your website, but they absolutely must be in the hands of the sales team. They give your sales crew pertinent information to help them close the deal.
Building a slide deck is an excellent way to explain complex details dealing with processes versus products. These visual tools can incorporate video and audio to make it even more engaging.
When you create a slide deck, such as in Google or PowerPoint, you can publish it and embed it into your website. This method is an efficient way to make sure potential clients and the sales group have access to the same information. Again, creating this content gives your team the chance to convert leads into buying clients.
Context matters. A common problem in businesses is that the sales team doesn’t understand how or why a client uses the product the company is selling. The marketing crew has to know this information intimately, but the sales team can end up in the dark.
Blogs are an excellent resource for bringing the sales group into the light. Frequently, blog posts come as a response to questions from customers, making them great repositories of knowledge. They directly relate to the way clients interact with the product or service.
Nothing works to convert leads like word-of-mouth advertising. It consistently is one of the top reasons that a potential buyer becomes a valued customer. One happy customer is invaluable when it comes to generating leads that convert.
Case studies can be the king of high-converting sales enablement content. But, and this is a (Kardashian) big but, your sales folks have to know that you have them! Share the knowledge. Don’t keep your fantastic case studies solely in the hands of the marketing department.
The whitepaper is the go-to material for most marketing departments. When used effectively, this trusted tool is crucial for converting leads into sales. It explains a product or process so that clients have a clear understanding of how it works.
When sales and marketing work together to produce a whitepaper, the result is extremely effective. The material should generate high-quality leads and allow the sales team to close those deals successfully.
No, your team should not sound like they are reading from a script. No one wants to buy from someone doing that. But, a well-crafted script is an effective type of high-converting sales enablement content. When your team delivers the text naturally, they will have consistent talking points that align with the marketing plan. The script is great for training new hires, as well.
Our social lives are mostly online now. So your sales team should be using social media tools to interact with potential clients. Posts on these platforms can be excellent high-converting sales enablement content. Social media posts are easy for customers to find, digest, and share, further boosting the word-of-mouth marketing that is so important.
The sales department should have access to all posts on:
Developing and managing the content for your company is a significant undertaking. And trying to keep communication open between sales and marketing is almost a full-time job on its own. If you are ready to hand over the content strategy for your business, ALYKY is here to help.
With full-service content creation and management services, our team will help you grow and thrive in the digital marketplace. Message us on Facebook to get started.
Anyone who owns a small business knows that a blog is critical for boosting their online presence. It isn’t negotiable. The problem is that most small business owners aren’t in love with the idea of writing. But with this fail-proof blog post outline, you can set yourself up for success.
Keep in mind that when it comes to having content on your site, something is better than nothing. But, why put in the effort just to achieve mediocrity? Use our outline to get a start on building your own great content.
And if you decide you’re ready to hand over this task, reach out to Alyky. Then you can get back to running your business.
Running an accounting business is hard -- all those numbers! (We're writers. We're gonna leave the mathing to you.) No matter how difficult it seems on a day to day basis, you still need to keep the new clients coming in. Thankfully, one of the things that we do here at AlYKY helps you rise in the Google rankings, so clients looking for your services will see you before all the others. That's why we've done the dirty work for you and come up with nine accounting blog topics you can write about.
For a thorough explanation about the importance of a blog, check out this post. for now we'll keep it brief. One of the ways SEO (Search Engine Optimization) works is that new content gets indexed by Google, and the more often you update your blog, the more content you can get indexed, the more often you pop up in your prospective client's Google searches.
Additionally, blogs are a great way to give a ton of educational value to your clients. And when it comes to accounting, we all could use a little more education.
Whether you do the writing or your assistent does- the important thing is that it gets done. So fire up that laptop and get ready.
If your invoice terms are too far out, you're disrupting your cash flow, and potentially alienating your customers. Out of sight is out of mind. When you're just starting, it can be challenging to know what terms to set to get paid on time. Ideally, you want to get paid immediately after providing your services. Giving small business clients some suggestions on how best to set these terms will make those same businesses trust your advice, and lead them to hire your firm over others.
There are several options for the different account software suites. Give your potential clients your top suggestions -- thereby making your job easier at the end of the year. Detailing why they're your top choices for accounting software will help your clients wade through the many options available.
There are all kinds of things that you can offer as a free download for your clients to use in their day-to-day business dealings. Items your clients need to save for their end of the year taxes, invoicing forms, payroll forms, and more.
Accounting has its own language, and not everyone speaks it -- a language you happen to speak fluently. Take ten of the most commonly used accounting jargon and explain them to the layperson.
Everyone knows tax law varies from state to state, and some of the laws can be a little confusing. Keep an eye out for what kinds of problems your clients are having and create blog posts that will help navigate some common issues.
Like the glossary entry above, these are terms that are sometimes used interchangeably, but they're not the same thing. Tackling some of the basics -- such as the difference between cash flow and profit -- can take the guesswork out of your client's business.
Budgeting and forecasting are essential tools that help you stay on track, and increase your profits year over year. Explaining how to budget well, and accurately, will help your clients as well.
An audit by the IRS can be a small business nightmare. Preparing for one can not only consume a client's whole world; it can also take a lot of time. Offering tips to get through and to triumph when facing an adversary that big can come is one of the more valuable accounting blog topics on this list.
Documentation is a fundamental step, and vitally important in the day to day functioning of any small business. Outlining some of the missteps you've seen in your client's paperwork -- without outing the clients of course -- will help others avoid those same errors.
Now we've covered our nine accounting blog topics, how exactly do you write a blog that not only gets read but converts?
It's one thing to write and publish a blog post, but it's more important that your potential clients are actually reading your posts. There are a few things that you can do to make sure that your blog posts are being shared, retweeted, and bookmarked. Engagement isn't something you can force or buy. It needs to be grown organically, just like a vegetable garden.
The first thing you need to do to make sure people interact with your posts is to know who you're talking to. You need to strike the right tone -- using jargon without explaining it has the potential to go over your reader's heads, but talking down to them will turn them off. Knowing your audience will also help you to understand what their pain points are, and know how to help solve those problems.
Make sure your posts are easy to read. People don't have long attention spans these days, so they tend to tune out at the sight of a vast, unbroken block of text. Break up your posts with graphics, brief paragraphs, and sentences of differing lengths. Make sure you read your posts out loud before you publish them so you can hear the cadence of your words and ensure that everything sounds right. You can also use tools like Grammarly to make sure that everything is correct!
The best way our team has found to engage our audience is to ask for feedback. Don't be scared to ask what people think. Encourage them to comment, share photos, and talk about their personal experiences with whatever problem you're addressing in your post. Ask clients to allow you to profile them on your blog, creating a brief case study of their business. Share your posts on your business's Facebook page and ask people for their feedback and interaction.
Finally, if this all seems like too much to handle on top of your day-to-day business, give the team at Alyky a call, and we'll set you up with an excellent, affordable package for your content needs.
If you own a business, you are probably trying to do all the things. Everywhere you turn in business training or conferences, you hear about what your business must have to succeed in today’s online marketplace from an incredible website that converts, consistent social media updates and interaction, to authentic, ongoing client engagement and blogs. While all of these things are good, why is blogging important?
It may seem simple to sit at your laptop and create content that shows how awesome you are. And it is simple. Type it out and add it to your website. But carving out your online presence in the digital marketplace is kind of hard work. And it requires something special called value-added content.
You have probably been here. You have a website and have linked all your social media. You produced the content for your website that best exemplifies your products and services. With excitement, you pushed “publish” and waited for all the clients to come to you. And then...crickets.
What gives? Where did you go wrong, and what can you do to get back on track? How do you drive your website up through the search rankings and into the minds of potential clients and customers? What is the key to a well-performing website?
The secret sauce may be value-added content. If you’re ready for expert help with this component of your marketing, reach out to ALYKY today.
You know that you need to put stuff on your website to make sure Google knows you are there. (Sorry, Explorer, Bing, and Yahoo...we know you care, too.) One detail can make all the difference between content that sits there and content that ranks well and converts at a high rate.
Value-added content is exclusive to your website and personalized to your business. Standard content may exist in some form on other sites in the ever-expanding web, making it difficult for yours to stand out. But value-added content is something that your clients and customers can only get from one place. That one place is your website.
Search engines love this stuff. Those brainy little algorithms are searching for unique content like videos, detailed analyses, instructional materials, and more.
To understand the difference, it can help to think of the difference between an old flip phone and an iPhone. You don’t have to look far to see the difference there, right? One is a phone, and the other is the entire world in the palm of your hand. What doesn’t an iPhone do?
You need to start thinking about your content the way Apple thinks about their phones. It’s time to move beyond basic and add value to your content that makes your website irreplaceable, just like your iPhone.
To revise a now-famous adage, content is not king. Value-added content is royalty now. The more you can update your website with value-added content, the better it will perform in search rankings. High rankings make it more likely your visitors will convert into buyers.
The web is no different than the real world. You have to take the time and effort to make people feel like they are somewhere special. Make sure they know that your website is crucial to their success because it contains exclusive content.
So how do you go about creating this amazing value-added content? It’s as easy as 1-2-3 (and 4-5-6).
Google loves videos. And, it turns out, customers love them too. Consumers overwhelmingly want to see brands produce more video content, with 87% saying so. But you can’t just hit the YouTube drive-through and pick up a couple of videos and post them. That’s not how value-added content works. You need to have your own videos that are unique to your site and brand.
The good news is that videos are so much easier to produce than they used to be. Heck, anyone with one of those super cool iPhones can pretty much make a movie now. So don’t let a lack of professional tools be an obstacle.
You don’t have to make the next Citizen Kane every time you want to have a video on your website. Humans are visual and love to look at screens. They aren’t expecting every video to be Oscar-worthy. So the next time you are going to explain something about your company, consider recording it and posting the video to your site.
You can also look into producing "explainer" videos for your website. These are brief, one or two-minute videos that explain what you can do for your clients. Generally, these videos use animation or static images, so there is no need to worry about cameras, lighting, or other video equipment.
The internet is full of "explainer" video examples and tools to make your own. You can also hire out the process of creating these videos for great value-added content.
Don’t we all love a good testimony? When purchasing online, most people go straight to the reviews before making a decision. People want to know how a real user of the product felt about it. Your website is no different. Leverage your client success stories as testimonials on your website, and make them prominent. The key to converting and retaining clients is connecting with them. Testimonials make this possible. They allow the potential customer to imagine how great of a job you will do for them, too.
Now, if you happened to put on your thinking cap before reading this blog, you may be saying to yourself, “Hey, I could make a video of one of my client’s testimonials.” And you would be one hundred percent correct. What a great way to add tremendous value in the form of a video while boasting about how awesome your products and services are. Great job, thinking cap!
Who doesn’t like free stuff? Free offerings are a great way to pull visitors to your site and are great options for landing pages. Even if you offer a service rather than a tangible product to sell, you still can run a great promotion or offer some enticing giveaways. There are many ways to add value to your website visitors’ experience.
If you sell a product, consider offering:
For service-based businesses, try offering these options to visitors who join your email list or set up a consultation with you:
Adding a promotion or giveaway to your website draws in visitors and encourages them to take action. All of this will increase your web search rankings. Once you get a promotional campaign up and running, it will reward you with improved visibility and happy clients.
If a picture is worth a thousand words, then an infographic must be worth a hundred thousand. Infographics have undergone an enormous change in the last few years. They pop up all over the place, on television commercials, in print, and, of course, online.
Infographics are great at disseminating complicated information simply and efficiently and are very easy on the eyes. Their visual appeal is another bonus when it comes to rankings. Search engines reward content that is simple to track visually. Infographics incorporate colors, shapes, and all that technical design stuff like negative space and proportion.
Don’t worry if you are not a graphic designer. Creating an infographic can be as basic as making a chart in Excel and posting it on your website. You can also look into infographic tools that are available online.
There are paid and free options out there, so take some time and explore your choices.
As you build all of your value-added content, don’t neglect the power of your blog. You may already have one on your page, so make sure you utilize it. Consistency is the key here. You need to offer fresh, insightful, content that delves down into topics and educates your web audience. There is no substitute for an expertly-crafted blog.
The stats don’t lie. Websites with a regular blog posting schedule will attract over 50% more traffic than websites without this component. Remember. You want your site to be an iPhone, not a flip phone. Focus on excellent content that adds value to your potential customer’s experience.
Your blog can tie much of your value-added content together. The videos and infographics should show up in your blog to engage your website visitors quickly and effectively. And if all of this is our of your comfort zone, don’t worry. The ALYKY strategists have you covered.
Since you want to establish yourself as the expert your visitors need, consider offering a beginning knowledge base on your website. This type of value-added content allows you to appease the Google gods and improve your customer’s understanding of what you do.
A couple of suggestions for a basic knowledge base include:
Glossary: If your product or service requires some explanation, you can incorporate a glossary of the terms that are specific to your industry. People who understand what you do are much more likely to purchase from you.
Help Articles: Everyone needs help now and then. Including some basic help articles on your site will save you time in answering repeat questions. It also will allow you to keep building value-added content to your website.
Do you feel overwhelmed by all the content you could and should add to your website? Give the ALYKY content team a call today to set up a consultation. We are here to be your expert content strategists who help you build your business.